Regency Chess Europe

International Shopify Development & Ongoing Maintenance

A long-term international ecommerce programme spanning Shopify development, custom catalogue systems, AI translation, regional expansion and growth infrastructure across 17 markets.

Current Regency Chess website on desktop Current Regency Chess website on mobile

Long-term development partnership

Work delivered for Regency Chess

From the original international Shopify migration to custom AI tools, market launches and continuous storefront development. Select any project to see the work carried out.

19 completed projects17 regions served10 translated storefronts

Ongoing partnership

Services I continue to provide

Included support

Website maintenance

Reliable support for software updates, small improvements, fixes and the day-to-day technical work that keeps the international storefront running smoothly.

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Active service

AI-powered ecommerce translation

Regular expansion into new regions using an accurate, context-aware localisation system. Regency Chess now serves 17 regions with 10 translated storefronts.

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Completed work

Project calendar

Every project below was delivered as a defined piece of work. Open a project to view its scope and outcomes.

Services:
01Platform launchInitial Shopify International Store Setup

Four markets transformed into ecommerce stores

We replaced static regional websites that redirected customers to the UK store with a unified international Shopify operation.

  • Migrated the complete product catalogue into Shopify
  • Configured Ireland, France, Germany and Spain as transactional markets
  • Implemented local languages, currencies and direct checkout
Service: Shopify website development
02AI & localisationAdvanced AI Translation System

Accurate, contextual translation built for ecommerce

We developed a two-stage AI system that understands specialist chess language and local commercial context rather than translating words in isolation.

  • Translated products, collections, pages and theme content at scale
  • Protected the meaning of technical terms, materials and product attributes
  • Added an AI review stage for grammar, vocabulary and natural localisation
Service: AI ecommerce translation
03Catalogue architectureProduct Metafield & Specification System

A structured data system for a complex catalogue

We designed a flexible metafield architecture covering every major Regency Chess product type and surfaced the data through a dedicated specification interface.

  • Modelled dimensions, materials, colours and piece specifications
  • Supported chess, backgammon, Hnefatafl, checkers and related ranges
  • Created the data foundation for filtering and product relationships
Service: Custom Shopify development
04Design & frontendMajor Shopify Theme & UI Redesign

A distinctive storefront built around the brand

We redesigned and custom coded major theme areas to move the website beyond a standard Shopify template.

  • Improved visual hierarchy, navigation and product presentation
  • Created consistent responsive behaviour across desktop and mobile
  • Strengthened usability and Regency Chess brand identity
Service: Website design & development
05International growthNetherlands, Belgium, UAE & Poland Expansion

Four new regional storefronts launched

We expanded the international Shopify operation into the Netherlands, Belgium, the UAE and Poland.

  • Launched four market-specific domains and storefronts
  • Localised catalogue, theme and customer-facing content
  • Configured regional ecommerce and checkout requirements
Service: Ecommerce localisation
06AI developmentAI-Powered Product Search

Natural-language product discovery

We created a custom search experience that understands a customer's request and recommends relevant products intelligently.

  • Processes conversational search requests through AI
  • Finds intent beyond exact keywords and standard filters
  • Connects customer requirements with suitable catalogue products
Service: Custom web development
07Search optimisationSEO Auditing & Technical Improvements

Technical and on-page SEO improvements

We reviewed professional audit findings, implemented the recommendations and then developed an internal auditing process.

  • Resolved indexing, metadata and crawlability issues
  • Improved site structure and ecommerce content signals
  • Identified further opportunities through internal technical audits
Service: Search optimisation
08Analytics & advertisingSearch Engine & Advertising Platform Management

Connected search, analytics and advertising platforms

We configured the services needed to measure performance, maintain product visibility and support paid acquisition.

  • Set up Google Search Console, Analytics and Merchant Center
  • Configured Bing Webmaster Tools and Microsoft Advertising
  • Worked on product feeds, indexing and conversion tracking
Service: Google & advertising management
09Email marketingKlaviyo Email Marketing & Automation

International email automation and campaigns

We configured Klaviyo to serve multiple languages and markets with relevant automated journeys and seasonal campaigns.

  • Built region- and language-specific automated flows
  • Created Black Friday, Christmas and Easter campaigns
  • Adapted commercial messaging for each target market
Service: Email marketing
10Theme developmentShopify Theme Development Programme

A structured programme of storefront improvements

Following the main redesign, we delivered a further programme of defined theme enhancements.

  • Added new interface components and animations
  • Improved loading experiences and visual feedback
  • Refined responsiveness, polish and usability
Service: Shopify theme development
11Custom developmentCustom Product Filtering System

Catalogue filtering designed around specialist products

We built a bespoke filtering experience powered by the product metafield system.

  • Filters for dimensions, materials, colour and piece specifications
  • Custom sliders, sidebars and sorting controls
  • Responsive and market-specific behaviour across devices
Service: Custom Shopify development
12Market launchItalian Market Launch

A fully localised Italian storefront

We launched regencychess.it and integrated Italy into the existing international Shopify operation.

  • Translated and localised customer-facing ecommerce content
  • Configured the Italian market and regional storefront
  • Connected it to the shared international catalogue architecture
Service: Ecommerce translation & localisation
13Market launchSwedish Market Launch

Swedish ecommerce market delivered

We launched regencychess.se as a localised, transactional storefront for customers in Sweden.

  • Implemented Swedish-language ecommerce content
  • Configured regional market settings and storefront behaviour
  • Integrated Sweden into the wider Shopify infrastructure
Service: Ecommerce translation & localisation
14Market launchHong Kong & Cantonese Market Launch

A Cantonese storefront for Hong Kong

We expanded the operation into Hong Kong through regencychess.hk.

  • Implemented Cantonese ecommerce localisation
  • Adapted storefront content for the Hong Kong market
  • Configured the region within Shopify's international architecture
Service: Ecommerce translation & localisation
15Content & SEOUK Blog Migration & International Translation

SEO-safe migration with international reach

We moved the established UK article archive to Shopify and then localised it for international audiences.

  • Protected existing URLs, rankings and search visibility
  • Migrated the complete blog archive into Shopify
  • Produced translated editions through the custom AI system
Service: Website translation & localisation
16Product discoveryLifestyle Product Image System

A more visual collection-browsing experience

We added an alternative image mode across product listings so customers can browse the catalogue in context.

  • Toggle between conventional and lifestyle photography
  • Integrated the experience into collection listings
  • Improved visual discovery without disrupting shopping flow
Service: Ecommerce UX development
17International growthDenmark & Norway Market Expansion

Two more markets added to the platform

We expanded Regency Chess into Denmark and Norway with dedicated local storefronts.

  • Created regencychess.dk and norge.regencychess.com
  • Translated and localised ecommerce content
  • Integrated both regions into the international platform
Service: Ecommerce translation & localisation
18Platform migrationUSA Shopify Migration

An established US store migrated safely to Shopify

We transferred the long-standing American ecommerce operation while protecting the domain's search authority.

  • Migrated the catalogue and ecommerce infrastructure
  • Protected existing URLs and organic search presence
  • Adapted terminology, measurements, pricing and content for the US
Service: Ecommerce migration
19Catalogue SEOImage Alt Text & SEO Metadata Optimisation

Catalogue-wide metadata improvement

We optimised the complete product catalogue to improve accessibility, targeting and search-engine understanding.

  • Rewrote product image alt attributes at scale
  • Improved SEO page titles and meta descriptions
  • Standardised metadata across the international catalogue
Service: Search optimisation

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